The broader stock market was flat.
The broader stock market was flat.
When it comes to turning web visitors into leads, 68% of B2B CEO’s use strategic landing pages as part of their strategy.
A strong landing page usually offers your website’s visitors a resource, such as a piece of content, in exchange for contact information. Sharing or hyperlinking to the URL of a landing page, rather than a homepage, also increases the likelihood of turning traffic into conversions.
While landing pages can play a vital role in lead generation, they don’t have to be complicated. In fact, you should aim for a page that’s concise and inviting, rather than complex and overwhelming. Rather than just placing a rigorous contact form on a page, it can be more productive to tease an interesting offer or a free resource in exchange for only a small amount of information.
Even when you know what you’re going to offer and what information you’d like to receive from a visitor, the idea of building a landing page can still feel daunting.
If you don’t have the bandwidth to build a page yourself, have little experience in design software, or have limited resources to hire a designer, using a pre-designed template could be the most efficient way to launch a professional looking page in a short amount of time.
We’ve put together a list of 15 free, easy-to-use templates that can guide you through the process of building your next landing page.
Available on Squarespace
Royce is specialized for event reservations. There is no navigation bar, but the layout features a customizable background image, a headline, and a call-to-action button that says “RSVP.”
To fill out the form and reserve a spot, visitors can click the RSVP button to see a form appear, or scroll down below the fold to see a static reservation form. This is an interesting template because it amplifies visuals and keeps the layout simple while still offering visitors two ways to convert.
Available on HubSpot
This design includes a photo, customizable text, no navigation (to keep visitors focused on your offer), and a short form. Users can also customize and add other elements such as the icons seen at the bottom of the image. Below the fold, users can also add more information about the offer or company.
Available on HubSpot
The Hubstrap template has a simplistic look and feel but devotes a bit more room to text. This might be a good option if your content offer has less imagery to go with it. For example, you might use this page to describe an offer or a long whitepaper on a topic related to your industry. Users can similarly personalize the design and add drag-and-drop sections to the page.
Unlike the above landing pages, this example does include navigation. However, it’s simple enough that it doesn’t detract from the offer.
Available on HubSpot
This template includes a background image with a dark overlay, a headline, text, bright call-to-action buttons, and a form. It eliminates the navigation bar but includes a button at the top of the page. The image also has a dark overlay to keep it visible, but less distracting. As you scroll below the fold, this template also includes spots for more imagery and details that could relate to the product or offer.
Available on HubSpot
Gradient is sleekly designed for a content-based offer. It has a simple layout with a form, headline, description text, photo, and logo, but continues the theme of no navigation. Like the other HubSpot templates, users can add a photo or product shot, a background image that appears behind a gradient color, and descriptive text. They can also adjust or change the gradient background’s color.
Available on Wix
This layout may be useful for those seeking leads for an educational event, course, or a similar service. The form is more detailed, but the layout itself also allows room for more text and imagery. Above the fold, you can see a headline, supporting images, and a form. If you keep scrolling, there are additional sections where more text and imagery can be placed.
Available on Wix
This template may be helpful to a company or individual that hasn’t yet launched a website or product but still wants to gain early leads in the meantime. Above the fold, there’s a giant headline area, where the template has “Coming Soon” printed.
When you scroll down, you can see a quick description of the company and a box where visitors can add their email. Users can also add a photo or video to the background.
Available on Wix
This template is very simple. Like the above “Coming Soon” template, the text could be edited to use this layout for a different purpose. There is no navigation and any information about the company is off to the corners. This layout allows space for a clear product shot, as seen with the shoes. Headline text, a small amount of descriptive text, an email box, and a button are pre-designed in the layout. Users can also link their social media accounts to the icons under the “Notify Me” button.
Available on Wix
This template seems specialized for B2B products. It allows users to edit and customize the text and images through Wix. Users can also place background videos into the layout. The page is designed to be long, with the form and call-to-action above the fold followed by sections that detail different aspects of a company or firm, such as staff information.
Available on WordPress.org
Fagri was designed broadly for multiple purposes and industries. According to its description, the theme’s widgets, such as the contact form are customizable. Users can also change the text and images. Although there is a navigation bar, the layout’s design still draws attention to the text, call-to-action buttons, and the contact form.
Available on Wix
Although this template doesn’t offer a resource for information, it can be edited and customized to include an offer. As you scroll down the page, the background image can remain static. With the current page’s design, there is room to add company information below the fold. There is also a second form at the very bottom so visitors will have another chance to convert.
Both Available on WordPress.org
Wordpress also offers two similar Lawyer Landing Page and Construction Landing Page templates. Although the original designs are targeted at the two job fields, they can be customized to fit other brands and industries. Both have a header image, overlaid text, and an arrow pointing to a decently sized form above the fold. They also both offer the visitor a free quote.
Available on MailChimp
This template does not include a navigation bar, which forces a visitor to focus on the given offer. Towards the bottom of the page, it can be customized to include logos or other company information. Like all MailChimp landing page themes, this layout is optimized for mobile and will automatically adjust to different screen sizes.
Available on MailChimp
This template is also pretty simple with room for customization. It similarly removes navigation and keeps the company logo, text description, and a subscribe form above the fold.
Users can also drag in more elements, like text or form boxes, into the design. Just below the form, users can include a product shot or another image. The blue background allows the form and call-to-action button to pop, but these colors can also be customized to fit your brand.
Available on Unbounce
Unbounce layouts come with its subscription, but here’s one of the landing pages that you can test out with a free 14-day trial. This template is focused on book-specific lead generation. There is a clear spot for a product image, headlines, detailed description text, and a form box.
The top navigation is minimal, but it does include social media buttons. Since this layout is only free for a trial period, this might be a better option for a company that has already gained revenue from landing pages and is looking to test out a more detailed, but affordable design.
The above templates already follow a number of landing page best practices. For example, many of them exclude a navigation bar, which may detract attention or clicks away from the offer on the page. Most of them also leave room for a photo or video. While photos offer a great product tease, videos have also been seen to increase conversions by 86%.
To learn about other landing-page best practices, check out this guide.
Even when you put great amounts of effort, time, money, and resources into developing a new product or service, a poorly-planned go-to-market strategy could cause your project to flop.
Some of the biggest brands have even experienced go-to-market failures. Take Apple, for example. In the 1980s, decades before Steve Jobs launched the game-changing iPhone, he led one of Apple’s biggest flops: the Apple Lisa computer.
Although Lisa had some of the best graphic technology of its time, only 10,000 units sold. Critics attribute the failure to Lisa’s misleading ads and high price, despite its low processing power.
Overall, many say the computer itself and the messaging around it was not valuable to Apple’s prospective customers. The release was such a disaster that it reportedly resulted in Jobs’s temporary exit from Apple.
While Apple and Steve Jobs recovered, smaller companies could have a lot more to lose when bringing a product to market with a poor plan. As you develop something new, it’s vital to also start drawing out a go-to-market strategy that’s customized to fit your budget and your buyer persona.
We’ve seen two major methods for developing a go-to-market strategy: the funnel and the flywheel. While the traditional, one-off funnel method focuses on attracting leads and nurturing them into sales, the flywheel approach uses inbound marketing and other strategies to build long-lasting customer relationships.
While the funnel is centered around the awareness, consideration, and decision stages of the customer’s journey, the circular flywheel focuses on attracting, engaging, and delighting prospects, leads, and customers.
When a lead becomes a customer, the flywheel continues as the company is tasked with attracting them, engaging them, and delighting them all over again with solid customer experiences, new content, and potentially new offerings.
Regardless of whether you’ve adopted the flywheel, or prefer to stick with the funnel, your planning process should include these steps.
To get more detail on the first three steps, you can find an in-depth explanation of them here.
We’ve created a basic fill-in-the-blank template to help you get started on a killer go-to-market strategy. It specifically touches on building a persona, mapping out a customer matrix, and brainstorming a go-to-market content strategy.
Feel free to copy the below template into a document and customize it to fit your product or service.
Before you start planning your strategy, its key to do a bit of research and identify your buyer persona. You can have more than one, but make sure each is concise, clear, and different from the others.
The table below includes each piece of the value matrix, as well as an example persona. Use the first example as your guide as you fill out the lower rows.
Persona Name (Come up with something fun, like Marketing Mary.)
|Pain Points (Challenges and annoyances that
your persona faces.)
(What will you say to convey this to the customer?)
|Example Eddy||A process he uses costs too much time and money||The service costs less time and money.||This service does
____, which saves companies time and money.
Create a content and lead-generation plan based on your customer’s journey. Since some prefer flywheel and others prefer funnel, the template is split into Phase One, Two, and Three with notes on where you should be in the flywheel and funnel’s cycles.
Funnel Stage: Awareness
Flywheel Goal: Attract Prospects
What type of content will you create to catch the eye of potential customers in similar industries? Make a table like this one below.
|Type of Content||Topic||Promo Strategy||Lead Generation|
|Blog post||What is sales AI?||Content will be shared on Facebook, Twitter, LinkedIn, and in
|A CTA in the post will ask readers to sign up for our next webinar.|
Funnel Stage: Consideration
Flywheel Goals: Attract and Engage Leads
In this phase, your audience might know of your service, or they might be researching products related to yours. What types of content do you create to move your service to the front of their minds?
|Type of Content||Topic||Promo Strategy||Lead Generation|
|Webinar||How Sales AI Can Increase Productivity||Social and email promotion will link to the signup page.||A thank you email will include a link to request a demo.|
Funnel Stage: Decision
Flywheel Goals: Engage and Nurture Leads / Gain and Delight Customers
Your audience is really interested in your service. How will you use content to sell them?
|Type of Content||Topic||Promo Strategy||Lead Generation|
|Demo or tutorial||Use Our Sales AI Tool to Extract Dark Data||Demo signup links will be shared in webinar follow-up emails, newsletters, and on
|Those entering demos will make contact with a direct sales/support person.|
Return to areas of your plan that aren’t working and tweak them. Make note of the things that are working, and brainstorm ways to expand upon them.
In this phase, you will focus on maintaining your customer relationships and spreading good word-of-mouth. This is where a flywheel strategy can be much more helpful than the funnel, which ends at sales. For a detailed rundown of the delight phase and beyond, check out this ultimate guide.
Although different products might require different launch strategies, the above template and steps should help you create a solid starter plan which can be customized along the way.
If you have your Inbound Marketing hat on, you should know that Twitter is not just a place to grow customers through word-of-mouth marketing — it’s also a place to meet your customers where they are.
However, succeed as a business on Twitter in 2019, it’s critical you’re able to stand out. But that can mean many different things for the millions of businesses across every industry on Twitter.
So what steps can you take to add to your audience’s experience online, instead of simply being a disruption? How can you promote your product or service in a way that encourages people to purchase? How can you make your brand more human on a platform made for connection?
To help you create a successful strategy and leverage Twitter’s power for your business, we’ve created this helpful guide. Keep reading to learn how you can use Twitter for your business in 2019.
First, you need to build your Twitter marketing strategy. Your strategy is your foundation for success and is worth all the time you spend researching and creating it.
A Twitter marketing strategy is just like any other social media strategy — it is centered around the content you create, publish, and distribute to engage your followers. The content you publish should attract new followers, encourage new leads, boost conversions, and grow brand recognition.
Your business likely already has high-level business objectives, and Twitter is a channel that can help you reach those goals. If your business is looking to generate leads and sales long-term, you’ll need brand awareness on your side to get your flywheel moving.
The following four tactics will help you develop a strong Twitter marketing strategy to build your presence upon.
Twitter is a tool you can use to search for competitors and see what types of marketing content and tactics they’re using. Gathering information on what your competitors are doing will help inform your own strategy. Is there anything they’re doing that you should be? What does their customer service look like on the platform? By asking questions about your competitors, you can launch your own highly-developed strategy.
The importance of auditing is not lost when dealing with strategy. In order for Twitter to be a great marketing tool, you have to be organized. Need to audit your account quickly? Here’s how to do it in under 20 minutes.
Like auditing, this is a step that needs to be done continuously. Keeping up on best practices as Twitter is updated and goes through changes is key to keeping your impressions and engagements high.
Your business personas should be considered in every aspect of marketing, including social media. When crafting your strategy, and even when creating individual pieces of content, you should have a description of your personas in mind. Who are you trying to reach? What are they interested in? Will this get their attention?
Now that we’ve discussed tactics for building a Twitter marketing strategy, let’s explore some critical steps you need to take to further leverage Twitter’s power for your own company.
First and foremost, you need to set yourself up for success by customizing your profile. The last thing you want is someone turning away from your Twitter account — and potentially turning away from your business — because you have a Twitter egg as your profile image.
Be sure to upload compelling images for both your banner and profile picture. While lots of brands have their logo as their profile image, the Banner is where you can get a little creative with your colors and imagery.
If you’re just starting out with Twitter or have a new business, you want to make your Twitter handle is extremely relevant to your company. Using your brand name as your Twitter handle may seem obvious, but there are a lot of Twitter accounts. What happens when your name is taken?
If your brand name is already being used as someone else’s handle, you can add a CTA at the beginning of your company name. For instance, let’s say your company’s name is “HubSpot”, but that handle is taken. Perhaps “@GetHubSpot”, or “@ChooseHubSpot” would be other good options. You could also take inspiration from Slack’s Twitter account, and add “HQ” to the end of your handle.
Another thing that may seem like a small detail is to update your pinned tweet regularly. Your Pinned tweet could be about a sale event coming up, or a new marketing campaign you just launched. Either way, it’s the first thing your audience will engage with because it stays at the top of your feed.
It’s also important you refine your description, website link, and location. All of these things belong on your Twitter profile so your followers know more about your business, and they should be updated and checked regularly.
Adding value to your Twitter content is very similar to adding value to other marketing content. You should always keep your buyer personas in mind, because the key to creating successful inbound content is to make your readers feel like you’re speaking directly to them.
When thinking about adding value on social, try asking yourself if your tweets advance an idea, entertain, or educate the audience. Without any of those three things, your content is likely to fall flat. Additionally, remind yourself that the purpose of Twitter is to connect and spark conversations.
If your content doesn’t inspire conversation, it’s not worth publishing.
For Twitter specifically, you should try to get the most out of your 280 character limit.
Multimedia tweets help differentiate your business from others, and tweets with images get 150% more retweets, so start mixing up your content with images and videos. However, it’s vital you ensure you’re mixing it up, too. Nobody wants to see the same “text, CTA, link” tweet with an image preview on their feed 24/7. Try mixing in emojis and GIPHs with your pictures and videos.
There are also ways to add value to your Twitter account that are specific to Twitter. Many brands have their own monthly Twitter chats. Twitter chats are a great way to interact with your audience and ask them questions about your brand or industry. You can start your own Twitter chat by establishing a date, time, and original hashtag for everyone to use.
Now that you’ve added value to your content, you want to make sure people see it. You can optimize your content on Twitter using a few different strategies.
Hashtags are an easy and common way to spread your content, but you want to be careful about how many you use. Too many hashtags and your business may come across as spammy — or like you’re trying to steal attention. To put it simply: don’t overuse hashtags. Stick with one or two relevant hashtags per tweet.
You should also be doing hashtag research if you want to get more eyes on your content. See which hashtags your audience is already using when talking about your brand, and then adopt them yourself.
Lastly, you’ll want to consider how often you tweet. 92% of companies Tweet more than once a day, 42% Tweet one-to-five times a day, and 19% Tweet six-to-10 times a day. However, it’s important to note — your audience likely isn’t on Twitter just to listen to your brand, so try to avoid clogging their feeds with unnecessary content.
Experimenting with the time you send Tweets out is also great for reaching more people. A lot of businesses Tweet in the morning, at lunch break, and early evening, because that’s when their target audience is most likely to be online.
It’s critical you regularly engage with your audience on Twitter by tagging them in posts, responding to their comments, or even hosting fun giveaways to get your audience involved.
To learn more about how to build a community or how to implement community management tactics across the board, read The Ultimate Guide to Community Management.
Social listening can allow you to create the type of content your followers actually want, come up with new ideas based on industry trends, improve your customer experience by interacting directly with customers, and shift your strategy to fit your audience’s needs.
When you have objectives and goals in place, you can easily measure the results of your performance on any social media site. Having goals also helps determine when your strategy isn’t working, and can help you get to the right place.
To measure your results on Twitter, you can head to Twitter analytics, located in the drop-down menu when you click on your profile at the top right corner of your Twitter dashboard. If you’re unsure what analytics can help you accomplish, check out this guide to Twitter analytics.
A general tip for measuring your performance on Twitter is to focus less on vanity metrics. Vanity metrics, like impressions or follower count, are often high numbers that look good on paper but don’t help you meet your business goals.
It’s more important you know how many people clicked on the link you Tweeted, or how many people are interacting and engaging with you out of your total audience number, so you have a firmer understanding for which content is most popular with your audience, and what translates to the highest amount of leads.
When using Twitter for business, logging into the platform every time you post can get annoying, and is frankly a waste of time. There are plenty of tools that allow you to schedule your posts ahead of time, so you don’t have to click “Tweet” 30 times per week.
There are two ways to venture into paid media on Twitter:
Promoted tweets will appear in a user’s feed or search results. Your business pays for the tweet to display to a user who is not already following your account. A promoted tweet looks exactly like a regular tweet and functions in the same way — meaning it can be retweeted, liked, and quoted. Twitter will put your promoted tweets in a daily campaign targeting the type of audience you want to reach, as previously indicated in your settings.
Twitter ads are a good option if you’re looking to promote many types of tweets to achieve one goal or advance a campaign.
Here’s what you need to know about Twitter ads and campaigns.
Maybe your business has been on Twitter for a while and you’re feeling frustrated or uninspired. After all, it takes time to build a loyal and interactive Twitter audience, and it’s hard to see content go out with little or no response. But giving up on the platform eliminates a huge source of brand awareness for your business, and makes it harder for customers to find you.
Here are a few reasons you’ll want to stay on Twitter, even if you’re currently feeling unimpressed.
Odds are, your competition is working toward similar, if not the same, goals on Twitter. So even if you feel like you’re shouting into the void sometimes, it’s important to have quality content for potential customers to find.
You can also get information on your competitors’ social strategy by monitoring their Twitter presence. A great way to revamp your own Twitter strategy is to take a look at what’s working — and what isn’t — for your competitors.
Who can say no to free marketing? Twitter is a great place to interact with your customers and start a cycle of word-of-mouth. If your customers are tweeting about you, it goes a long way to respond — especially if they’re having a negative experience.
If you’re the type to say no to free marketing, maybe the offer of increased sales will keep you around. Twitter isn’t just a platform that allows you to get your brand out into the world — it’s also a place where customers come to you. 60% of a brand’s followers are more likely to purchase or recommend products after following the brand on Twitter.
To learn more about why Twitter matters for your business, take a look at 23 Remarkable Twitter Statistics to Be Aware of in 2019.
Our society separates them. Somewhere along the way, we decided that one interfered with the other.
Go to school for 8 years to become a doctor–most of that time, you’re learning about doctoring, not actually doing doctoring.
Go to work as a copywriter. Most of the time, you’re doing writing, not learning about new ways to write.
The thing we usually seek to label as ‘learning’ is actually more about ‘education’. It revolves around compliance, rankings and “will this be on the test?”
Being good at school is not the same as learning something.
One reason that we don’t incorporate doing into education is that it takes the authority away from those that would seek to lecture and instruct.
There are 56 million people in K-12 (compulsory education) in the US right now. Most of them do nothing all day but school, failing to bring real-life activity, experimentation and interaction into the things that they are being taught.
And there are more than a hundred million people going to their jobs every day in the US, but few of them read books or take lessons regularly about how to do their work better. That’s considered a distraction or, at best, inconvenient or simply wasted time.
The gap is real. It often takes a decade or more for a profession to accept and learn a new approach. It took gastroenterologists a generation before they fully accepted that most ulcers were caused by bacteria and changed their approach. It has taken our justice system more than thirty years to take a hard look at sentencing and corrections.
It could be because we’re confusing learning with education. That education (someone else is in charge and I might fail) is a power shift from doing, so I’d rather be doing, thank you very much.
What happens if the learning we do is accomplished by always engaging in it in conjunction with our doing?
And what happens if we take a hard look at our doing and spend the time to actually learn something from it?
When police departments invest time in studying their numbers and investigating new approaches, they discover that efficacy and productivity goes up, safety improves and so does job satisfaction.
When science students devise and operate their own lab tests, their understanding of the work dramatically improves.
Education (the compliance-based system that all of us went through) is undergoing a massive shift, as big as the ones that have hit the other industries that have been rebuilt by the connection and leverage the internet brings. And yet, too much of the new work is simply coming up with a slightly more efficient way to deliver lectures plus tests.
I see this every day. People show up at Akimbo expecting lifetime access to secret videos, instead of the hard but useful work of engagement.
The alternative? Learning. Learning that embraces doing. The doing of speaking up, reviewing and be reviewed. The learning of relevant projects and peer engagement. Learning and doing together, at the same time, each producing the other.
That same symmetric property applies to just about everything we care about.
To quote the ancient rockers, “We don’t need no… education.”
But we could probably benefit from some learning.
In the middle of all this doing, this constant doing, we might benefit from learning to do it better.
License plate images were also obtained in the hack on a subcontractor.
The U.S. Customs and Border Protection has revealed that a database containing tens of thousands of images of travelers entering and leaving the United States has been hacked and stolen, reports BuzzFeed News. The Border Patrol isn’t the one at fault here, however. In a statement, the organization revealed that one of its subcontractors violated CBP policy without the organization’s knowledge by transferring copies of license plate images and traveler images to the subcontractor’s company’s network. That network was then compromised by a “malicious cyberattack.”
Many companies are still sorting out the right policies to put in place around sexual harassment. But even where good policies exist, we all need the skills and confidence to respond to and prevent inappropriate behavior at work. Guests: Marianne Cooper and Sarah Beaulieu. Our theme music is Matt Hill’s “City In Motion,” provided by Audio Network.
Space Gets 100 Times Cheaper By 2023 and We Will Get Moon Bases and More
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A nun who fought off Katy Perry’s purchase of an eight-acre Los Angeles convent isn’t giving up on the feud, four years after they first fought Perry.